Will Taco Bell ring the right note with UK consumers?
Taco Bell, owned by Yum! Brands, is once again set to tackle the UK market and is hoping to build a significant presence in Britain. But while the company cites the fact that fast food in the UK is currently buoyant as grounds for potential success, I can’t help being rather more sceptical.
Taco Bell has tried, and failed, in the UK before. Mexican restaurants that are doing well in the UK - Chiquito and the Chimichanga chain - are more formal sit-down restaurants than the quick service style of Taco Bell. And while tex mex occupies its own niche in the US with hot and spicy-style meats in sauces, that niche is already filled in the UK by Indian food.
Yum! Brands has a tough marketing job on its hands launching the tex mex concept to UK consumers. I will watch with interest, but I’m really not sure there’s a gap in the market for it.
Peter Backman
Managing Director
